Absolutely Daryl, although I think this crosses all industries equally. The immediacy of twitter would be important for breaking news in the media context.
The ability to use software like Seesmic to display multiple realtime searches means that you can track keywords in your field.
The streams that this generates is the closest thing yet to the 'Matrix' operator screens. It can be mesmerizing.

If you're already using Twitter then this one's probably not for you. But if you're a sceptic, definitely read on. Many UK public relations people and journalists are on Twitter and it seems more are joining all the time (we've collected nearly 4,000 Twitter IDs for journalists and media outle...